Ever since Jacob Davis and Levi Strauss invented them in 1873, workhorse blue jeans have been a part of the American landscape. The advent of Lady Levis put them on the female fashion radar in 1934. And we’ve had a love affair with all things denim ever since.
Although we adore our brands with a fierce loyalty, women have endured many incarnations of this iconic wardrobe staple. We’ve paraded around with Gloria Vanderbilt, Calvin Klein and Jordache stamped on our derrieres. I’ve worn things that would warrant the Black Bar of Fashion Don’t Shame to hide my true identity when I donned trendy, less-than-flattering nightmares like jeggings (jean leggings), jorts (jean shorts) or that too-long denim skirt that made me bear an uncanny resemblance to Ma Ingalls.
In 1947, Wrangler introduced the “new jeans for cowboys.” But recently Wrangler made an inventive effort to reach out to the female consumer. And I bet their latest denim development has Jacob and Levi turning over in their graves – Wrangler Spa Denim Jeans – better known as moisturizing jeans. [Read more…]